I review a lot of websites that have a home page that tells the reader how amazing they are and what they do. After all you love to talk about your company and its products and services. Maybe you’re excited about a new product you have launched or a new market you can service. You’re selling your product or service, so that’s what you need to write about, right?
The truth is that nobody is interested in you, your company or your products – well not at least until you demonstrate some credibility. And this approach is rather an egocentric view of the world and a sure fire way of someone leaving your site pretty quickly (look at your Google Analytics to see your reader’s behaviours and how long they stay on your site).
In order to ENGAGE with your reader, you need to start by showing them you understand their market and their unique set of challenges. That way you leave them wanting to read more about you, thus clicking deeper into your site.
Think WHY -WHAT – HOW
The old marketing approaches are still relevant today and particularly so to website copy design and structure:
- WHY should someone read your website and engage with you?
- This is where you show them you understand their market and the challenges they face
- WHAT is it that you offer (that is unique in your market place)?
- What do you do? What is your proposition to keep them reading?
- HOW do you solve the client’s challenge and HOW easy do you make it for your target customer to engage with you?
- Clear call to action and next steps – don’t make it hard for your reader to navigate your site – it should guide them through your ‘story’
Of course to achieve the above you need to really understand your market and how you fit in and then build your unique set of propositions. You also need to have a very clear understanding of your target customer(s). If you want some help with this then please get in touch. Also have a read of my whitepaper on market positioning.